Rice brand Tilda has launched a new limited-edition Firecracker steamed basmati rice pouch, tapping into the growing trend for flavoursome and spicy foods.
The brand has taken inspiration from East Asia for the rice, described as the first and only hot and spicy variant of its kind currently available in the ready-to-heat category. It will be available from all major retailers from the middle of this month, bolstering Tilda’s existing ready-to-heat range.
Created by blending delicious natural ingredients such as red chilli, ginger, Szechuan pepper, soy sauce, smokey paprika, sweet tomato and garlic with Tilda’s classic pure basmati for a delicious and versatile rice, that offers hot, fiery and sweet flavour profiles and will appeal to consumers who like their food with heat and flavour.
Already partly steamed for maximum convenience, the rice only needs two minutes in the microwave or can be reheated in a wok in three to four minutes to achieve light, fluffy and perfectly separated grains of the finest basmati rice.
Camilla Sheeley, head of innovation for Tilda, said: “There is a growing appetite for fiery but flavoursome foods as consumers become increasingly adventurous in the kitchen and within convenience categories. The new and unique Tilda steamed basmati Firecracker has distinctive fusions of heat, smokiness and light sweet aromas which can be enjoyed on its own or as an accompaniment to your favourite hot or Asian-inspired dishes, such as stir-fry or oriental style chicken or prawns.”
The new 250g pouches will appear in Tesco, Sainsbury’s, Asda, Waitrose, The Co-Op, Booths and Ocado with a recommended retail price of £1.59.
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